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Edward de Bono telt zes hoeden, Rich Gold vier en Tom Kelley spreekt van the ten faces of innovation. Elk geven ze een ander inzicht in creativiteit en innovatie.

Van alles wat ik gelezen heb heeft Kelley het breedste perspectief vanuit het standpunt van de ondernemer. Vanzelfsprekend, want als partner binnen IDEO is net dat wat hen drijft.

Ik heb Tom Kelley helaas moeten missen op het Creativity World Forum dit jaar. Het boek was een alternatief.

In een notedop : Kelly onderscheidt tien types. Een goed bedrijf heeft ze allemaal in huis.

THE LEARNING PERSONAS

1. the anthropologist, who brings new learning and insights into the organization

2. the experimenter, who prototypes new ideas continuously, learning by a process of enlightened trial and error

3. the cross-pollinator, who explores other industries and cultures and then translates those findings and revelations to fit the unique needs of your enterprise

THE ORGANIZING PERSONAS

4. the hurdler knows the path to innovation is stewn with obstacles and develops a knack for overcoming or outsmarting those roadblocks

5. the collaborator helps bring eclectic groups together, and often leads from the middle of the pack to create new combinations and multidisciplinary solutions

6. the director not only gathers together a talented cast and crew but also helps to spark their creative talents

THE BUILDING PERSONAS

7. the experience architect designs compelling experiences that go beyond mere functionality to connect at a deeper level with customers’ latent or expressed needs

8. the set designer creates a stage on which innovation team members can do their best work, transforming physical environments into powerful tools to influence behavior and attitude.

9. the caregiver builds on the metaphor of a health care professional to deliver customer care in a manner that goes beyond mere service

10. the storyteller builds both internal morale and external awareness through compelling narratives that communicate a fundamental value or reinforce a specific cultural trait

En wie ben ik  ? Director, storyteller en anthropologist, all in one.